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Posted on Mon, Sep.
15, 2003 Mark Fratella and
a friend waited in line like everyone else to see "Star Wars Phantom
Menace" four years ago. Fratella's complaints to the employee who had sold him the tickets to the overbooked screening were largely ignored. Still seething, he went home and drafted a letter to the president of the theater chain, who promptly refunded the cost of his tickets and issued him 10 free movie passes. Fratella filed the lesson in the back of his brain, only to retrieve it two years later when he launched Complaincomplain.net{}, a Web site that has become something of a phantom menace to companies that don't give good customer service. "Our mission is to help people rather than stick it to the companies," says Fratella, a math and science teacher, who drafts complaint letters for people who "might not have the time or the resources to write a letter that is concise, worded correctly and that gets results. "We're more about our clients than we are hurting companies." Experts say that if more people would complain when they got bad service, we'd all be better off. Most of us, however, simply let it go, telling ourselves it won't do any good or there are more important things to do, or it's not worth getting someone in trouble. But complaining can be a good thing, a powerful tool that keeps companies on their toes. So long as it's delivered effectively. Mary Levy, director of publications and media for the Federal Citizen Information Center, which produces a Consumer Action Handbook and an accompanying Web site, says it's every consumer's right, responsibility, and in some cases, civic duty to complain - especially when a shoddy product could signal a larger problem that needs to be investigated or stopped. Companies view complaints as gifts, she says. And if we don't tell them about the problems we are having with their products and services, how can we expect them to be fixed? Even if you're complaining about something small like toothpaste, Levy says, if you buy that brand every few months for many years, you're worth a lot of money to a company. It's more expensive for them to go out and find a new customer than it is to satisfy an unhappy one. "A good customer lets companies know when he or she has questions or concerns. A silent consumer is the one who is not giving us the opportunity to help," says Jan Guifarro, director of consumer affairs for Colgate North America, in a statement of the Society of Consumer Affairs Professionals, an Alexandria, Va.-based organization of more than 3,000 customer care professional. So, if customer satisfaction is such a priority with today's company executives, why are so many of us still getting bad service? A consumer survey released last month found that 45 percent of people reported a serious consumer problem or complaint in the last year, and of those, 60 percent to 70 percent felt enraged over how the company handled their problem, the Washington Post reported. The Washington Post story quotes Marc Grainer, chairman of Customer Care Measurement and Consulting, the Alexandria firm that did the poll, as saying, "Consumers today are more angry and hostile than they ever have been." Richard Widdows, head of the department of consumer sciences and retailing at Purdue University's West Lafayette campus, wasn't aware of the survey but offered several explanations. Consumers, in general, are better at complaining, and companies, in turn, are better at fielding those complaints, he says. As companies downsize their consumer affairs offices and rely increasingly on automated systems and high-tech call centers, however, there may be some initial resentment from consumers over their inability to reach a "live" person. In other cases, a company can simply become a victim of its own customer service success. As it becomes more efficient and effective at handling complaints, customers' expectations rise. "You do a better job today, and that is the expectation of tomorrow," he says. How you complain can have a lot to do with whether you get the satisfaction you seek. Robert Alberti, a psychologist and the co-author of several books, including "Your Perfect Right," says being assertive doesn't have to mean being obnoxious. Usually, the person we're reading the riot act to isn't the one who issues the refunds or sets the return policy in the first place. More effective than turning up the volume, he says, is to take a firm, yet polite and respectful approach, either in person or through a clear, direct and concise complaint letter. For those who want a professional sounding letter but don't have the time or the resources, there are editing and writing services on the Web that can help. Some, like Writelikealawyer.com, simply turn your thoughts into a professional sounding business letter which you mail on your own. Other sites, like Fratella's Complaincomplain.net, will draft the letter, figure out whom to send it to, and even follow up to see that you get a satisfactory response. Fratella charges $9.95 to write a personal letter, which is printed on letterhead and sent in a custom-printed enveloped and mailed within 48 hours. One of his letters made the difference for Brad Dermond, who, last August, hired a company to pave the driveway at his Modesto, Calif., home. When the work wasn't done to his satisfaction, Dermond called to complain. The company sent people out with blowtorches to try and correct the mistakes, but in the process, damaged a new building Dermond had just erected to house his cars, motorycyles and motor home. By then, Dermond was fed up. He sent an e-mail to Complaincomplain.net asking for help. Dermond says he never saw the letters Fratella wrote, but he was kept informed of his progress. "I didn't have to worry about anything," he says. "He took care of it. He took over the whole situation, and I didn't have to do anything really." Within a few weeks, Dermond received a check for $3,500 to replace the asphalt and $1,300 more to fix the damage to the storage building. Whether you write the letter yourself or pony up the cash to have someone like Fratella pester a company for you, there's a method to an effective missive. In his letters, Fratella will state clearly and matter-of-factly the nature of the problem, what has to happen for the matter to be resolved to the client's satisfaction, and what will happen next if it isn't. He'll also set a time limit for a response - five to 10 business days is reasonable. Most companies would rather settle a dispute, no matter how minor, Fratella says, if they know you mean business and are prepared to take it to a higher authority. Just as important as what you say is that you act quickly, Alberti says. And that you are persistent - if one person can't help you, go to the next level. When letters or e-mails are ignored, consumers are going to the Internet, where they can share their bad experiences with millions of people. The Web is full of sites where disgruntled consumers can vent their frustration and perhaps, get some extra leverage against companies. Complaint Repair is one such site. Visitors can sound off or simply browse the database of personal, firsthand consumer experiences as research before making their own buying decisions. Matthew Smith started the Web site out of his suburban Chicago home. He says he got the idea while reading the back of a shampoo bottle, which asked customers to call a toll-free number with questions, comments and complaints. Since it launched four years ago, the site has posted 22,000 complaints. "Many of the letters are quite long," he says. "It's really amazing what people take the time to sit down and write. "I think it's important that consumers have a place to express their opinion in an enivronment where they are taken seriously." Making your complaint
Be prepared. Before you call or write, have all your facts in order and any pertinent information at hand, such as the date and location of the purchase, receipts, serial numbers or product codes. Know the company's policies on late charges, interest rates and product returns. And if you are calling about a service, be prepared with a copy of your most recent bill. Be polite. Be firm, yet polite and respectful, when you call or write. Don't use profanity, condescension, sarcasm or threats. You'll catch more flies with honey than with vinegar. Be professional. A complaint letter should be business-like, typed on letterhead or stationery and addressed to the right person. The more professional your letter looks and sounds, the better your chances. Be concise. State clearly and matter-of-factly the nature of the problem, what has to happen in order for the matter to be resolved to your satisfaction, and what you plan to do if it isn't. Include photocopies of all sales receipts, canceled checks, repair orders, warranties and other relevant documents to support your case. Be reasonable. Make sure that whatever you want - a refund, a replacement product, store credit or an apology - is a fair and reasonable solution that compensates you for your time and trouble. Don't ask for the moon. Set a deadline. In your letter, specify a date that you want to hear from the company - usually 10 business days is reasonable. The letter shoud say if you don't hear back by that date, you will take other action and specify what it is (contacting the Better Business Bureau, complaining to a federal, state or local consumer protection agency, alerting the media or hiring an attorney and taking legal action). Then, follow through. Enlist some help. Your letter is more likely to be taken seriously if you carbon copy important people and agencies that may have an interest in the subject of your complaint. Document and organize. Keep detailed records of your attempt to rectify the problem. Keep copies of all correspondence and document all phone conversations, including the person's name, title, the date and time, and what was said. If you end up in court, your paper trail will be very persuasive. Be peristent. Don't give up if you are not satisified. You may have to make several phone calls or write more than one letter - it may even require a series to various departments, or just a reminder to some key people. You may even need to get others involved. Just continue to climb the corporate ladder until you reach the highest rung. Sources: Federal Citizen Information Center's Consumer Action Handbook; Society of Consumer Affairs Professionals International; "Shocked, Appalled, and Dismayed: How to Write Letters of Complaint that Get Results" (Random House; $12)
www.complaincomplain.net{} - For $9.95, a professionally -prepared letter is drafted and sent to the appropriate president, CEO or other executive. Included in the price are follow-up contacts, if the company doesn't respond. There is a 7 percent fee {}if the amount recovered is more than $250{}on any amount recovered over $250. www.planetfeedback.com{} - Will also help you craft a letter, which can either be sent directly to the offending company via e-mail, or printed out and sent postal mail. You can also choose to post your letters on the Planetfeedback site for others to read. www.consumerpro.com{} - A yearly membership is $29.99 and includes three free complaints and one free arbitration. Also has a sample complaint letter on its site. Reporting fraud:
Consumer Action Web site Department 592J, Pueblo, {}CO{}Colo. 81009 Phone: 1-888-878-3256. Web: www.pueblo.gsa.gov{} Publishes a free, 160-page Consumer Action Handbook that features consumer tips, a sample complaint letter, and a directory of thousands of corporate consumer contacts, state and local consumer protection offices, and federal agencies where you can document a complaint against a company. For a free copy of the handbook, send your name and address to The Federal Consumer Information Center, Department 592J, Pueblo, {}CO{}Colo. 81009, or call 1-888-878-3256.
Consumer Response Center, Washington, D.C. 20580 Phone: 1-877-FTC-HELP (1-877-382-4357) or 1-260-423-4433{} Web: www.ftc.gov{} The FTC.gov Web site has a link to file an online complaint. While the FTC does not resolve individual consumer problems, your complaint helps them investigate fraud and can lead to law enforcement action.
Phone: 1-800-876-7060 Web: www.fraud.org The NFIC is a toll-free hotline and Web link for consumers to get advice about telephone solicitations or report possible telemarketing or Internet fraud to law enforcement agencies.
Office of the Attorney General Indiana Government Center 302 W. Washington St., 5th Floor, Indianapolis, IN 46204 Phone: 1-800-382-5516 (hotline) or 317-232-6330 (Indianapolis area) Fax: 317-233-4393 Web:www.in.gov/attorneygeneral E-mail:inattgn@atg.in.us Consumers can file a complaint against a business, which the office will then investigate and try to mediate. If there is a pattern of deceptive practices, the division may initiate litigation.
1203 Webster St., Fort Wayne, IN 46802 Phone: 260-423-4433 Fax: 260-423-3301 Web: www.fortwayne.bbb.org E-mail: info@neindianabbb.org If you think that
a company or charity has treated you unfairly, you can file a complaint
online. The BBB will contact the organization to help resolve the issue.
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